World’s most valuable luxury brand
What is the world’s most valuable luxury brand? According to a study released today compiled by market research firm Millward Brown Optimor, the most valuable brand is France’s Louis Vuitton with a brand value of nearly $19.8 billion.
Hermes, with a brand value of $8.45 billion, landed in the second spot, followed by Gucci ($7.58 billion), Chanel ($5.54 billion) and Hennessy ($5.36 billion).
Millward Brown used an economic use approach to the valuation, with brand values based on the intrinsic value of the brand derived from its ability to generate demand. The values reflect the sum of all future earnings a brand is forecasted to generate, discounted to present-day value.
“The big takeaway is that brands that focused on heritage are the ones that topped the list,” says Lauren Sherman, editor of Fashionista, a fashion news website. “Louis Vuitton, Hermes and Gucci all focused this year on heritage.”
According to Sherman, Louis Vuitton’s advertising campaigns focused on travel, which ties to its history of being a maker of steamer trunks, while Hermes began to again market their saddles and also sponsored a horse show in Paris, which they haven’t done in years. “They are going back to the basics.”
Gucci, on the other hand, is focusing on its vintage bags. The company recently formed a partnership with Christie’s in which the auction house will provide appraisal services for owners of vintage Gucci leathergoods. “Gucci Collector: Presented by Christie’s” provides auction estimates for vintage Gucci items that are of a type and value typically sold at Christie’s. The service is provided free of charge. “Gucci wants to bring back the company from mass luxury which it had become,” says Sherman.
Millward Brown used the BrandZ database of its parent company, WPP, which owns several marketing, advertising and public relations firms, among others. BrandZ tracked sales and marketing for more than 1,000 brands over the course of a year to come up with the list.
The brand that saw the most growth on the list this year was Hermes, with an increase of 8%.
Perhaps most surprising about the list this year were the brands that didn’t fare well. The brands that are more closely associated with trends and high fashion, such as Prada and Burberry, did not rank high on the list—in fact, Prada & Burberry was knocked off the top ten list altogether.
Chanel’s ranking dropped from where it was a year ago and lost 11% of its brand value. “Chanel will always sell perfume and leather goods which are classic products, but compared to Gucci and Louis Vuitton, they are more associated with high fashion,” says Sherman. “Any brand where the runway is more important than the boutique, suffered a bit.” source
Ad campaign with the message, “Some journeys change mankind forever”. Louis Vuitton Core Values ad campaign celebrates the greatest journey of all, the latest commemorating the 40th anniversary of man’s conquest of the Moon.
Buzz Aldrin, Jim Loveli, and Sally Ride are featured in the campaign, bringing light to three exceptional figures whose own remarkable personal journeys have taken them into space. Buzz Aldrin was part of Apollo 11 with Neil Armstrong, and became the second man to step foot on the moon. Sally Ride is the first woman in space and Jim Loveli was a commander in Apollo 13.
Celebrate their odyssey into space at louisvuittonjourneys.com
Hit the jump for the whole top ten list>>>
Billionaire Boys Club
South African native & Billionaire Johann Rupert has been appointed the new CEO of the Richemont Group, who owns a bevy of world-class watch and jewelry labels. Among these are Cartier, Panerai, Jaeger-LeCoultre, A. Lange & Sohne. It is unclear why Richemont Group’s previous CEO left (sources say he retired), but with Rupert’s history in the luxury realm, as well as charismatic personality, he seems like a good fit. Plus, he is wealthy enough to afford his company’s own products.
Bling Bloaw
Produced in London, the Digit Watch takes existing mechanical watch movements from major luxury watch brands such as Rolex, Patek Philippe, Breitling, Blancpain, and others (buyer can choose), and places them inside of an 18k white gold ring with an Aquamarine jewel face, decorated with 142 diamonds. The ring has a watch face on it, and a crown for winding and setting the movement.
It’s designed for both men & women.
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